you are really taking somebody else's art ford, bastardize it and putting it in a form for others to consume. there's a political and social importance to food. you're not experiencing -- i can't read this. you're not experiencing it in its glory if you're not seeing that. what does that mean, though? only chinese people should be cooking chinese food? >> no. i actually -- i'm a big -- you know, my thing is this. i feel like a lot of people like to jump steps, at least in their understanding of food. number one, it's cultural soft power. that's how people fight these days is with soft power, and i think people need to in their cultures need to own the soft power that they create, and they need to control the messaging. at least in the foundational, like, beginnings when you are introducing it to another country. i think a lot of times in america people will travel outside and go find something in burma or find something in laos or thailand, and they'll bring it back and put it on a plate and drizzle a sauce over, it and now it's a restaurant. >> that's $30. >> that's $30. >> but is i